EconPapers    
Economics at your fingertips  
 

Evaluation of Advertising Campaigns on Social Media Networks

Jurgita Raudeliūnienė (), Vida Davidavičienė (), Manuela Tvaronavičienė () and Laimonas Jonuška ()
Additional contact information
Jurgita Raudeliūnienė: Department of Business Technologies and Entrepreneurship, Vilnius Gediminas Technical University, 10221 Vilnius, Lithuania
Vida Davidavičienė: Department of Business Technologies and Entrepreneurship, Vilnius Gediminas Technical University, 10221 Vilnius, Lithuania
Manuela Tvaronavičienė: Department of Business Technologies and Entrepreneurship, Vilnius Gediminas Technical University, 10221 Vilnius, Lithuania
Laimonas Jonuška: Department of Business Technologies and Entrepreneurship, Vilnius Gediminas Technical University, 10221 Vilnius, Lithuania

Sustainability, 2018, vol. 10, issue 4, 1-14

Abstract: As the virtual environment is constantly changing, not only users’ informational and knowledge needs but also the means and channels of communication with customers applied by organizations change. There is a noticeable trend to move more and more advertising campaigns to social media networks because of the opportunities they provide to organizations and users, which results in the ever-increasing popularity of social media networks and a number of their users. Such a transition is explained by one of the main objectives organizations have: to inform their customers in an appropriate way and receive feedback on social media networks, which is difficult when traditional advertising channels and means are applied. Since advertising campaigns on social media networks are evolving rapidly, their assessment factors and methods, which receive controversial opinions in both scientific literature and practice, change too. Researchers assess and interpret the factors that influence the effectiveness of advertising campaigns on social media networks differently. Thus, a problem arises: how should we evaluate which approach is more capable of accurately and fully reflecting and conveying reality? In this research, this problem is studied by connecting approaches of different researchers. These approaches are linked to the effectiveness assessment of advertising campaigns on social media network aspects. To achieve the objective of this study, such research methods as analysis of scientific literature, multiple criteria and expert assessment (a structured survey and an interview) were applied. During the study, out of 39 primary assessment factors, eight primary factors that influence the effectiveness of advertising campaigns on social media networks were identified: sales, content reach, traffic to website, impressions, frequency, relevance score, leads and audience growth.

Keywords: advertising campaigns; social media networks; evaluation (search for similar items in EconPapers)
JEL-codes: Q Q0 Q2 Q3 Q5 Q56 O13 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations Track citations by RSS feed

Downloads: (external link)
https://www.mdpi.com/2071-1050/10/4/973/pdf (application/pdf)
https://www.mdpi.com/2071-1050/10/4/973/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:10:y:2018:i:4:p:973-:d:138211

Access Statistics for this article

Sustainability is currently edited by Prof. Dr. Marc A. Rosen

More articles in Sustainability from MDPI, Open Access Journal
Bibliographic data for series maintained by XML Conversion Team ().

 
Page updated 2018-10-02
Handle: RePEc:gam:jsusta:v:10:y:2018:i:4:p:973-:d:138211